Week 8 - Persuasion And Attitude Change

Question 1

5 steps of the information processing model [McGuire]

Answer 1

1= Attention - minimal distractions
2= Comprehension - understanding what is said
3= Yielding - accept message /agree
4= Retention - remember what message was
5= Behaviour - influenced

Question 2

Overview of Cognitive Response Model

Answer 2

• Listener is active in persuasion (pros/cons)
• Strong messages = more persuasive
• Distractions influence persuasion

Question 3

[Petty et al] : Experiment based on Cog Response Model

Answer 3

• Ppts given strong or weak message
• Distraction of counting num of flashes on a screen when listening to messages
• Measured agreement with message
• Reflected model

Question 4

Overview of Elaboration Likelihood Model

Answer 4

• Motivated , central processing , careful
• Unmotivated = peripheral processing = heuristics

Question 5

How can behaviour predict attitude?

Answer 5

• Cognitive Dissonance Theory : change one cognition to make them match ( change attitude to justify action)
• Cog Dissonance = feelings of unease by having 2 opposing cognitions

Question 6

Compliance and Persuasion

Answer 6

• Change behaviour in response to a request made by another individual
• Reciprocity = motivated to help others that helped us in the past

Question 7

Low Ball definition

Answer 7

People remain committed to something after they learn of hidden costs

Question 8

Foot-in-the-door definition

Answer 8

• If someone agrees to a smaller request they are more likely to agree to a larger request later on